Kevin Loos is Creative Director at The Invaders, a Netherlands-based creative agency connecting brands with gaming culture. With over 12 years in the creative industry, he leads strategies and campaigns that authentically engage gaming communities. He was creatively responsible for: Knorr – ModTheVeg: Custom mods in major games turning vegetables into superpowered items. McDonald’s – Hidden Campaign: A Twitch and gaming event activation full of easter eggs, building on McDonald’s 1973 role in game culture’s first easter egg. 988 Suicide & Crisis Lifeline: U.S. campaign using in-game support roles to spark conversations about mental health and promote 988 as a lifeline. Sanquin – #MyFirstBlood: Blood donation campaign via League of Legends, targeting young gamers. Blood Centers of America – Heal for Real: Combined in-game skins with real-world blood donation to drive actual signups. Dutch Reading Coalition – Readification: Gamified reading campaign developed with Ubisoft. Kia – Summoners’ Showroom: League of Legends brand activation in partnership with Riot Games. Dutch Police – Give a Nod to the Mod: Recognizing Twitch mods to foster safe and inclusive streams. Vredestein x Manchester United x eFootball: Global sports gaming crossover campaign. Red Bull XP: The Netherlands' biggest gaming production to date.